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Intelligence Society |
November/December
1 Abstract
1.1 Law of Diminishing Returns
1.2 Advertising Industry is at a Turning Point
2 At a Glance
2.1 Summary & Updates for last half of 2007
3 Introduction
3.1 Online Advertising History
3.2 Disruptiveness in Post-Click Marketing
3.2.1 Latest and Disruptive Technology Algorithms
3.2.2 Disruptive Business Models
3.2.2.1 Media Heavy-weights Enter the Competition of Algorithmic Ads
3.2.2.2 Open Ad Exchange
3.2.2.3 User Generated/Word-of-Mouth/Viral Marketing
3.2.2.4 New Spaces for Ads
3.3 Supporting Factors
4 Objective
4.1 Technology
4.2.1 Collaborative Filtering/Recommendation system
4.2.2 Affinity Reference
4.2.3 Predictive Behavioral Targeting
4.2.4 Statistical Relation Modeling/Learning
4.2 Players
4.2.1 Disruptive Technology Enablers
4.2.1.1 New Collaborative Filtering/Recommendation Engines
4.2.1.2 Predictive/Behavioral Targeting Engine
4.2.2 Disruptive Business Model
4.2.2.1 Industry Heavy-Weights
4.2.2.2 Open Advertising Exchange
4.2.2.3 User-Generated Ads (Grassroots, word-of-mouth, viral)
4.2.2.4 New Advertising Places
4.2.2.4.1 Gaming
4.2.2.4.2 Voice Communications
4.2.2.4.3 Blog/SMS/P2P
5 Conclusion
5.1 Challenges
5.1.1 Computer Gaming and Addiction
5.1.2 Morality of Subliminal and Intrusive Ads
5.1.3 No Mistakes Allowed
5.1.4 Continuous Algorithm Improvements
5.1.5 Uncertain Effectiveness
5.2 What’s Next
5.2.1 Cross Advertising Convergence
5.2.2 Geolocation Ads
5.2.3 Advanced Intrusive Viral Marketing
5.2.4 High-Tech Reproducing
5.3 Final Statement
References
Exhibit 1: Static Ads to Intelligent Ads
Exhibit 2: Player List
Exhibit 3: Webrain Report Digest
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